marketing - pepsico
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BANKING ACADEMY, HANOI BTEC HND IN BUSINESS (FINANCE)
ASSIGNMENT COVER SHEET
Phm Th Khnh Huyn - Julie
REGISTRATION NO. ITP F05-090UNIT TITLE Unit 4: Marketing PrinciplesASSIGNMENT TITLE Gatorade in VietnamASSIGNMENT NO 1 o !NAME OF ASSESSOR Ms" #oti $%eeSUBMISSION DEADLINE &o'em(er 19t% !01!
I) P%*m T%+ ,%n% ./n - 2/lie %ere( conirm t%at t%is assignment is m o3n 3ork and not copied orplagiaried rom an so/rce" I %a'e reerenced t%e so/rces rom 3%ic% inormation is o(tained ( me ort%is assignment"
_________________________________________________________
ignat/re #ate
----------------------------------------------------------------------------------------------------------------
FOR OFFICIAL USE (Course Administrator6ssignment 7ecei'ed 8: #ate:
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Unit Outcomes
Out!omeE"iden!e #ort$e !riteria
Feed%a!&Assessor's
de!isionInterna
)eri#i!ation
Firstattempt
7e-3ork
Understand t$e
!on!e*tand
*ro!ess o#mar&etin+
LO,
plain t%e'ario/s
elements o t%emarketing
,.,
'al/ate t%e(eneits and
costs o amarketing
orientation or aselected
organisation
,.
Be a%e touse t$e
!on!e*ts
o#se+mentation
tar+etin+and
*ositionin+
LO
%o3 macro
and microen'ironmentalactors 3%ic%
inl/encemarketingdecisions
.,
Proposesegmentationcriteria to (e
/sed orprod/cts in
dierentmarkets
.
$%oose a
targetingstrateg or aselectedprod/ct ;ser'ice
./
#emonstrate%o3 (/er(e%a'io/r
aectsmarketingacti'ities in
dierent (/ingsit/ations
.0
Propose ne3positioning or a
selectedprod/ct;ser'ice
.1
Merit +rades a2arded M, M M3
Distin!tion +rades a2arded D, D D3
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Out!omeE"iden!e #ort$e !riteria
Feed%a!&Assessor's
de!isionInterna
)eri#i!ation
Firstattempt
7e-3ork
Assignment
( ) ell!stru"tured# $e%eren"e is done properl& ' is not done properl& 'sould e done (i% an&)
*+erall, &ou-+e passed ' re%erral...out"omes
Areas for improvement:
/o a"ie+e a pass, &ou must meet all te reuirements de%ined in te assessment "riteria1
/o a"ie+e a merit, &ou must identi%& and appl& strategies to %ind appropriate solutions andappropriate metods'te"niues as 2ell as to present and "ommuni"ate appropriate %indings1/o a"ie+e a distin"tion, &ou must use "riti"al re%le"tion to e+aluate o2n 2or3 and 4usti%&
+alid "on"lusions as 2ell as to ta3e responsiilit& %or managing and organiing a"ti+ities
ASSESSOR SIGNATURE DATE 3
,, 3 4,
NAME5Doti C$ee
(Ora #eed%a!& 2as aso *ro"ided
STUDENT SIGNATURE DATE 3 3
NAME 5""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""
FOR INTERNAL USE ONLY
V7IFI#
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6repared %or
7e"turer 8s1Doti ee
nit ;: 8ar3eting 6rin"iples
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>e"uti+e Summar&...............................................................................................6
Introdu"tion.........................................................................................................8
;1;: >planation o% +arious elements o% mar3eting pro"ess............................................
;1;a: >lements o% mar3eting pro"ess.....................................................................
;1;: Situation Anal&sis....................................................................................;1;": 8ar3eting Strateg&.................................................................................!"
;1;d: 8ar3eting 8i De"ision..........................................................................!!
;1;e: Implementation and "ontrol.......................................................................!!
;1H: >+aluation o% "osts and ene%its o% one mar3eting orientation %or a sele"ted organiation..!#
;1Ha: Identi%i"ation o% mar3eting orientation............................................................!#
;1H: >+aluation o% "osts and ene%its1...................................................................!#
H1;: >planation o% mi"ro and ma"ro en+ironmental %a"tors, 2i" in%luen"e mar3eting
de"isions1..........................................................................................................!4H1;1;: "onomi"al........................................................................................!6
H1;1": So"ial...............................................................................................!6
H1;1d: /e"nologi"al.....................................................................................!6
H1H: 6ropose segmentation "riteria to e used %or produ"ts in di%%erent mar3ets....................!%
H1H1;: 8ar3et Segmentation de%inition...................................................................!%
H1H1H: 6roposal o% one ase %or segmenting mar3ets...................................................!%
H1H1: +aluation o% mar3et attra"ti+eness...............................................................!
H1: oose a targeting strateg& %or a sele"ted produ"t ' ser+i"e.......................................#"
H11;: /arget mar3et and targeting strateg&..............................................................#"
H11H: Ad+antages o% "on"entrated mar3eting...........................................................#"
H11: >+aluation targeting strateg& ased on "riteria..................................................#"
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H1E: Demonstrate o2 u&er ea+iour a%%e"ts mar3eting a"ti+ities in di%%erent u&ing situations.......................................................................................................................##
H1E1;:
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important %or 6epsio to ma3e a uniue and spe"i%i" mar3eting strateg& to attra"t "ustomers1
/is report anal&es "ara"teristi"s o% Vietnam mar3et "omining 2it ad+antages o% Gatorade
to %ind out 2eter Vietnam is potential mar3et %or Gatorade1 /is report re"ommends tat
6epsio "ontinue to in+est to de+elop Gatorade in Vietnam
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Intro"uction
6epsio as een around %or man& &ears in Vietnam ut Gatorade as not1 ertainl&, laun"ing
Gatorade in ne2 mar3et li3e Vietnam 2ill "ause 6epsio man& prolems1 It "annot e denied
tat Vietnam is a potential mar3et 2it large population1 =o2e+er, Vietnamese "ustomers are
+er& %astidious aout pur"asing1
/e purpose o% tis report is to in+estigate and anal&e mar3eting pro"ess, as 2ell as propose
mar3et segmentation, strateg&, and positioning 2i" is suitale 2it "onsumer mar3et and
industrial mar3et in Vietnam1 /e s"ope o% tis report "onsists o%:
$esear" on +arious elements o% mar3eting pro"ess Anal&e "osts and ene%its o% mar3eting orientation S"an and anal&e internal and eternal en+ironmental %a"tors in Vietnam $esear" and propose te est mar3et segmentation and mar3eting strateg& $esear" on "onsumer and organiational u&ing ea+ior 6ropose ne2 positioning %or Gatorade
/is report is ased on in%ormation %rom oo3s, arti"les, 2esites and some %ormer resear"es
aout GatoradeDespite spe"i%i" in+estigation and anal&sis, tis report still as some limitation1 Firstl&, te
a"ademi" 3no2ledge aout mar3eting is limited, so tat anal&sis ma& not e "lose1 Se"ondl&,
Gatorade as een 4ust laun"ed in Vietnam, so tat in%ormation aout it is not mu"1
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1.1: Explanation of various elements of marketing process
#$#a: Elements of mar%etin& process
en setting up te usiness, a %irm as to identi%& "ustomers- needs and 2ants in
order to satis%& tem 2en it rings produ"ts to te mar3et1 It ma3es a pro"ess "alled
Lmar3eting pro"essM 2i" "onsists o% %our main stages:
Situation Anal&sis
8ar3eting Strateg&
8ar3eting 8i De"ision
Implementation and ontrol
#$#b: ituation Anal!sis
1.1b.1: Trends
/rends anal&sis "onsists o% anal&sis o% mar3et, "ustomers, and "ompetition1 Itelps "ompan& identi%& ea"tl& 2at "ustomers need and 2ant, so tat te
"ompan& 2ill 3no2 2at it need to produ"e to satis%& tem1
1.1b.2: Internal Environment
Internal anal&sis is te pro"ess o% e+aluating %a"tors, elements 2i" a%%e"t
dire"tl& te "ompan& and its usiness a"ti+ities su" as sta3eolders,
"ompetitors, s, et"1 It identi%ies "ompan&-s strengt and 2ea3nesses to
e+aluate o2 2ell te "ompan& "an deal 2it tem1
1.1b.3: External Environment
>ternal en+ironment "onsists o% te"nologi"al, e"onomi", politi"al, so"ial
%a"tors1 /e "ompan& needs to pa& attention to all tese %a"tors in order to
identi%& its opportunities and treats in te mar3et1 Identi%&ing opportunities
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and treats earl& 2ill elp %irm "at" te opportunities, a+oid or de%use te
treats 2en te& "ome1
#$#c: Mar%etin& trate&!
1.1c.1: Generic Strategies
Generi" strategies are strategies te "ompan& "arries out to "reate and maintain
one pro%itale position in mar3etpla"e1 /e& "onsist o% tree strategies:
ost leadersip: "ompan& produ"es produ"t 2it lo2 pri"e to "ontrol te
mar3et Di%%erentiate: "ompan& %o"uses on one target in order to "reate lo&al "ustomers
and a+oid "ompetition Fo"us'?i"eing: "ompan& %o"uses on pro+iding produ"t to parti"ular segments1
/e "ompan& as to "oose onl& one strateg& to a+oid eing stu"3 in te
middle1 =o2e+er, in order to understand its "ompetiti+e en+ironment, te
"ompan& needs to anal&e %i+e %or"es, in"luding argaining po2er o% suppliers,
argaining po2er o% "onsumers, treat o% entr&, "ompetition %rom sustitutes,
and "ompetition et2een %irms1
1.1c.2: Grot! Strategies
Gro2t strategies "onsist o% %our options, 2i" identi%& de+elopment target o%
te "ompan&:
8ar3et penetration: te "ompan& introdu"es eisting produ"t in eisting
mar3et 8ar3et de+elopment: te "ompan& introdu"es eisting produ"t in ne2 mar3et 6rodu"t de+elopment: te "ompan& introdu"es ne2 produ"t in eisting mar3et Di+ersi%i"ation: te "ompan& introdu"e ne2 produ"t in ne2 mar3et1
#$#": Mar%etin& Mix Decision
/e %our main elements o% mar3eting mi are produ"t, pla"e, pri"e and promotion1 It
pro+ides a "onstru"tion to distriute %inan"ial resour"es and 2or3%or"e to use
e%%e"ti+el&, so tat "ompan& "an a"ie+e goals it set up
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#$#e: Implementation an" control
A%ter ma3ing mar3eting strateg&, te "ompan& needs to implement it in order to
in"rease te e%%e"ti+eness o% tat strateg&1
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#$': Evaluation of costs an" benefits of one mar%etin& orientation for a selecte"
or&ani(ation
1.2a: Identification of marketing orientation
6rodu"tion "on"ept: "ustomers 2ill appre"iate produ"ts 2i" are mar3eted 2idel&
2it reasonale pri"e1 8anu%a"turers 2o %ollo2 tis "on"ept a+e to %o"us on
impro+ing produ"ti+it& and epanding produ"tion s"ale1 6rodu"t "on"ept: "ustomer 2ill appre"iate produ"ts at te igest ualit& and ne2est
%eatures1 8anu%a"turers 2o %ollo2 tis "on"ept a+e to %o"us on produ"ing and
impro+ing produ"ts o% ig ualit& Selling "on"ept: "ustomers 2ill not pur"ase produ"ts 2it a large numer i%
"ompan& does not ta3e an& a"tion1 /ere%ore, manu%a"turers a+e to %o"us on sellingand promoting1
8ar3eting "on"ept: "ompan& attra"t "ustomers onl& 2en it is a2are o% 2at
"ustomers need and 2ant So"ietal 8ar3eting "on"ept: %irm does not onl& pro+ide "ustomers satis%a"tion, ut
also maintain or impro+e uman 2el%are1
1.2b: Evaluation of costs and benefits.
6epsio is no2 operating in mar3eting "on"ept %or te rand Gatorade in Viet ?am1>a" &ear, 6epsio spent nearl& illion dollar %or mar3eting a"ti+ities (6epsio,
H0;H)1 6epsio ma3es de"ision a%ter determining "ustomers- needs and 2ants1 /at
is 2& all o% produ"t "an meet real "ustomer needs (S"enario, H0;H)1
8ar3eting
on"ept
osts
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"ost e%%e"ti+el&! Impro+e
prote"tion
le+el o%
produ"t6ri"e 6oli"& 6er"entage o% pro%it
paid %or distriutors
and retailers
! In"rease
mar3et
"o+erage! Distriute
more
intensi+el& to
support
"ustomers
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'$#: Explanation of micro an" macro environmental factors) *+ic+ influence mar%etin&
"ecisions$
2.1.1: "rief introduction of micro and macro marketing environment
8i"roen+ironment: "onsists o% internal elements, 2i" dire"tl& a%%e"t all a"ti+ities o%
a %irm-s usiness, in"luding sta3eolders, "ompetition, S and 6orter-s Fi+e For"es1
8a"ro en+ironment: "onsists o% mu" larger elements eternal to a %irm, in"luding
politi"al, e"onomi"al, so"ial and te"nologi"al %a"tors1
2.1.2: #icro environmental factors
'$#$'a: ta%e+ol"ers
>mplo&ees: Viet ?am-s total laor %or"e is o+er EE million people1 /is
aundant and inepensi+e 2or3%or"e elps produ"tion de"ision sa+e
emplo&ment "ost and epand mar3eting a"ti+ities (?ation8aster, H0;0) onsumers: Vietnamese personal in"ome per &ear is %rom O00 to O;500 %or
2or3ers, O;K00 to OEH00 %or o%%i"e 2or3ers (V?*, H0;H)1 it lo2 li+ing
standard li3e tis, Vietnamese people pre%er produ"ts 2it "eap pri"e1 It
a%%e"ts pri"e setting o% %irm1 Go+ernment: orporate in"ome ta in H0;; redu"ed %rom HKP to H5P ut
still ig (V?*, H0;H)1 /a a%%e"t dire"tl& on pri"e de"ision1 =ig ta leads
to ig input "ost so tat produ"t pri"e 2ill e ig1 ustomers 2ill u& less
produ"t 2i" ma3es usiness sales %all
'$#$'b: ,
S3ills: 6epsio no2 as more tan ;H00 Vietnamese emplo&ees led & %ull!
eperien"ed leadersip1 It elps transmit in%ormation e%%e"ti+el& and "learl&,
impro+e produ"ti+it& (6epsio, H0;;) Strateg&: 6epsio-s strateg& is %o"using on en+ironmental sustainailit& and
ene%iting to so"iet& (6epsio, H0;H)1 /o do tat, all a"ti+ities, in"luding
mar3eting de"isions a+e to e related to en+ironmental sustainailit&
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'$#$'c: -ompetition:
/e iggest "ompetitor o% 6epsio-s Gatorade is o"a ola-s 6o2erAde1
ompetition a%%e"ts dire"tl& produ"t pri"e1 ompan& o%ten "anges pri"e
strateg& to "apture attention o% "ustomer 2en "ompetitor sets pri"e lo2er
tan it does1 It leads to a de"rease in usiness pro%it1
'$#$'": Porter.s /ive /orces
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2.1.3: #acro environment factor
'$#$0a: Political
Interest rate: impa"ts on pri"e de"ision1 $e"entl&, an3s "ut ot lending and
deposit rates to ;5P instead o% H5P and deplo& some pre%erential "reditpa"3ages %or %irms (Vietnam?e2s, H0;H)1 7o2er interest rate 2ill de"rease
interest pa&ale, enales "ustomers to pur"ase more 2i" elps in"rease
usiness pro%it1
'$#$0b: Economical
nemplo&ment rate: Vietnam-s unemplo&ment rate is H1H9P, 010P
in"rease "ompared to H1HHP in H0;; (/an?ien?e2s, H0;H)1 It a%%e"ts
dire"tl& in pri"e de"ision1 An in"rease in unemplo&ment rate "auses
"ustomers to redu"e ependiture so tat it 2ill de"rease usiness sales1 In%lation: Vietnam-s in%lation rate is 19P o+er te %irst al% o% H0;H
"ompared to ;K1;P in H0;; (
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*pportunities /reats In"rease population 7o2er "orporate taes 7o2er in%lation 7o2er interest rate ?e2 distriution "annel
anging so"ial trends anging population age In"rease unemplo&ment
'$': Propose se&mentation criteria to be use" for pro"ucts in "ifferent mar%ets
2.2.1: #arket Segmentation definition
8ar3et Segmentation is Lte sudi+iding o% a mar3et into distin"t susets o%
"ustomers, 2ere an& suset ma& "on"ei+al& e sele"ted as a target mar3et to e
rea"ed 2it a distin"t mar3eting miM (
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H0;;)1 /is enales 6epsio
to ring Gatorade to
"ustomers troug /V and
te Internet1 Distriution: troug s&stem
o% supermar3ets, gro"eries,
stores, et" lo"ating in tese
t2o territories1
meet resellers and sign
"ontra"ts Distriution: 6epsio
onl& needs to deli+er
Gatorade to ig resellers
li3e 8etro,
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logo posted on it su" as
umrellas, "lots, ats1Sustantialit& 6opulation o% =a ?oi and =o i
8in "it& is around ;1 million
(Vietnamonline, H0;;)1
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/is resear" 2ill %o"us on "on"entrated mar3eting1 6epsio 2ill "on"entrate on
produ"ing Gatorade %or ig "ities, in"luding =a ?oi and =o i 8in it&1 /is
segments in"ludes people 2o pla& sports regularl&1
2.3.2: (dvantages of concentrated marketing
on"entrated mar3eting enales 6epsio meets "ustomers- needs and 2ants
spe"i%i"all& in one segment1 sing "on"entrated mar3eting, 6epsio-s resour"es 2ill %o"us on one segment and
2ill not e 2asted1 =elp ompan& sa+e ad+ertisement "ost1
2.3.3: Evaluation targeting strateg' based on criteria
riteria onsumer 8ar3et Industrial 8ar3et
ompan&
resour"es
6epsio no2 as around ;H,000
Vietnamese emplo&ees 2it pro%it
o% o+er O;00 million in H0;; (6epsi
Vietnam, H0;;)1 it large numer
o% emplo&ees and ig turno+er,
6epsio as enoug resour"es to
meet all te needs o% "ustomers
6epsio as H ig %a"tories in
Soutern and ?ortern, 2i"
are "lose to =a ?oi and =o i
8in "it&1 /is elps distriute
Gatorade to resellers more easil&
and sa+e te deli+er& "ost1
Degree o%
produ"t
+ariailit&
Ver& ig e"ause "ustomers are
mu" sensiti+e 2it produ"t
"anges, and al2a&s 2ant to tr&
ne2 tings1
Quite lo2 e"ause resellers "are
mu" aout 2i" 3ind o%
produ"t rings te igest pro%it
%or tem
6rodu"t-s
Gatorade-s li%e!"&"le stage in
Vietnam no2 is introdu"tion stage1
6rodu"t: o%%er asi" produ"t
to limit te +ariation o%
Gatorade in order not to
"on%use te "ustomers1 6ri"e: usuall& ig to elp
"ompan& re"o+er
de+elopment "osts1 6la"e: %o"us on suppl&ing
/o resellers, Gatorade is in
gro2t stage1
6rodu"t: o%%er ne2
%eatures, ser+i"e or
2arrant& so tat resellers
"an eas& to return
Gatorade ottles 2i"
are out o% date or spoiled 6ri"e: maintain pri"ing 6la"e: in"rease te
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li%e!"&"le
stage
middlemen li3e resellers
2it Gatorade to ensure
"ustomers 2ill e eas& to
get it1 6romotion: uild
"ustomer-s a2areness aout
Gatorade troug
ad+ertising its %eatures,
uses, ene%its, et"
numer o% resellers 6romotion: 6epsio "an
attra"t more resellers
troug olding %airs o%
"onsumer produ"ts to
meet tem1
8ar3et
+ariailit&
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and sellers et2een organiational u&ers and
sellers7ess rational 8ore rationalonsumer u&ing'selling is less ris3& *rganiational u&ing'selling is more
ris3&
(Source: arifsari.net)
2.%.3: )ifferent t'pes of bu'ing situations in bu'ing process
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onsumer
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2.%.%: )ifferent t'pes of bu'ing situation in bu'ing process
'$2$2a: -ustomer bu!in& process
/ere are tree t&pes o% u&ing situation in "ustomer u&ing pro"ess,
in"luding low involvement purchases, high involvement, and limited problem
solving. /is report 2ill %o"us on t2o di%%erent t&pes o% situation, in"luding
ig in+ol+ement and lo2 in+ol+ement, and teir e%%e"t on mar3eting
a"ti+ities
=ig in+ol+ement: ustomers reuire a lot o% in%ormation aout Gatorade, so
tat 6epsio as to %o"us on pro+iding tem in%ormation1 /o do tat, 6epsio
"an do mar3eting a"ti+ities li3e pulis "atalogues, or ro"ures, so tat
"ustomers 2ill a+e enoug in%ormation aout Gatorade1 7o2 in+ol+ement: ustomers do not need mu" in%ormation1 Instead o%
pulising ro"ures, 6epsio needs to %o"us on uilding "ustomer-s
a2areness o% need1 It "an "on"entrate on produ"t ad+ertising a"ti+ities to
attra"t people to u& Gatorade1
'$2$2b: Or&ani(ational bu!in& process
/ere are tree t&pes o% situation in organiational u&ing pro"ess, in"luding
straight rebuy, modified rebuy, new task. /is report 2ill %o"us on t2o
di%%erent t&pes o% situation, in"luding straigt reu& and modi%ied reu&, and
teir e%%e"t on mar3eting a"ti+ities
Straigt reu&: organiation onl& needs t2o stages, in"luding e+aluation o%
produ"t relati+e to spe"i%i"ation, and e+aluation te produ"t and supplier per%orman"e1 It
is important %or 6epsio to "ondu"t mar3eting a"ti+ities to ma3e resellers order Gatorade
%reuentl&1 It "an %o"us on ad+ertising and 3eep its good image 2it resellers &
deli+ering tem on time 2it ig ualit& produ"ts, as 2ell as o%%er tem some ser+i"e ordis"ount1
8odi%ied reu&:
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Julie F05A 6epsioStudent ID: 090
2.%.&: -actors affecting marketing activities
'$2$3a: -onsumer bu!in& be+aviour
$e%eren"e groups: a%%e"ts "ustomer-s e+aluation o% alternati+es and pur"ase
de"ision1 *pinions o% tese groups are al2a&s appre"iated e"ause te& a+e
more eperien"e aout it1 /ere%ore, 6epsio need to ensure tat te
ad+ertisement mat"es Gatorade-s real ualit&1 I% Gatorade does not a+e ig
ualit& or ene%its li3e in ad+ertisement, "ustomers 2ill lose teir trust in it1 8oti+e: It a%%e"ts "ustomer-s need re"ognition1 6epsio need to do produ"t
ad+ertisement to attra"t "ustomer1 en "ustomers %eel tirst&, te "ompan&
so2 tem ad+ertisement in 2i" tere are people drin3ing Gatorade to
redu"e tirst1 /is 2ill gi+e "ustomers desire o% u&ing Gatorade1 6er"eption: a%%e"ts dire"tl& stage o% post pur"ase ea+iour in %orm o%
"ustomer-s epe"tation1 I% Gatorade-s "ara"teristi"s meet is epe"tation,
e 2ill e satis%ied, and "ontinue to u& Gatorade1 8ar3eters "an a+e some
a"ti+ities to minimie te numer o% "ustomers 2o are not satis%ied1 /e&
"an ma3e instru"tion do"uments, 2i" are eas& to understand, or pulis
magaines o% te "ompan& to promote teir latest produ"ts1
'$2$3b: Or&ani(ational bu!in& be+aviour
ompetiti+e de+elopment: /e appearan"e o% man& domesti" e+erage "ompanies
ma3es 6epsio a+e to %o"us more on mar3eting a"ti+ities to maintain eisting resellers,
and attra"t ne2 ones1 It "an pro+ide tem etra items on 2i" Gatorade logo is posted
su" as umrellas, "airs, tales, et"1
'$3: Propose ne* positionin& for a selecte" pro"uct1service
2.&.1: $ositioning and repositioning
6ositioning is Lte a"t o% designing te "ompan&-s o%%er and image so tat it o%%ers a
distin"t and +alued pla"e in te target "ustomer-s mindM (
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'uli a*o+,
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Julie F05A 6epsioStudent ID: 090
2.&.2: $ositioning strateg'
/is report %o"us on proposing one ne2 positioning strateg&, 2i" is L6a& more %or
more +alue propositionM strateg&1 /is strateg& mentions t2o dimensions, in"luding
pri"e and %la+or1
2.&.2: $erpetual mapping
2.&.3: Gaps in market
Almost e+erage "ompanies stand in uarter o% lo2 pri"e and limited %la+ors1 /ere
is no "ompan& in uarter o% ig pri"e and limited %la+ors e"ause tere are no
"ustomers 2o spend a lot o% mone& u&ing produ"ts 2it limited "oi"e in %la+ors1
*nl& one "ompan& stands in uarter o% lo2 pri"e and multi!%la+or1 It is ard %or
"ompanies to "oose tis uarter e"ause %inding man& %la+ors "osts a lot o% mone&,
ut produ"t is at lo2 pri"e, so tat te pro%it 2ill e +er& small1 /at pro%it is not
enoug %or resear" and de+eloping %la+ors1 /is report 2ill propose ne2
positioning %or Gatorade, 2i" is ig pri"e and multi!%la+or1 /is uarter is
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Julie F05A 6epsioStudent ID: 090
"ompletel& empt&, and Gatorade 2ill a+e no "ompetitor in tis se"tor1 8oreo+er,
tis se"tor is mu" more pro%itale tan oters1
2.&.%: Evaluation of criteria
Important: /e most t2o popular produ"t lines 6epsio o%%ers its "ustomers are
Gatorade G and GH 2it ; di%%erent %la+ors (6epsio, H0;;)1 Despite a+ing
di%%erent %la+ors, 6epsio ensures tat all 3inds o% Gatorade to a+e te same ualit&
and ene%its su" as re&dration le+el, amount o% +itamins and sodium, et"1 Superior: Gatorade as +itamin and sodium "ontent 2i" is mu" iger tan oter
sport drin31 /at elps "ustomers re&drate %aster and etter1 /is demonstrates tat
Gatorade is superior to oter rands in pro+iding +itamins and sodium1 Distin"ti+e: Gatorade as a di+ersit& o% %la+ors, not onl& normal %ruit %la+or ut also
ne2 re%resing ones su" as Frost Gla"ier Freee, Frost as"adade ras, et"
(6epsio, H0;;)1 6re!empti+e: Gatorade is numer one sport drin3 aout %la+or di+ersit&1 It as so
ot %ruit %la+ors and non!%ruit %la+ors1 /is ma3es it ard %or oter "ompan& to "op&
e"ause Gatorade uses natural %la+ors, 2i" ta3e a lot o% resear" and time to
de+elop1 A%%ordale: Despite standing out %rom same produ"t %rom "ompetitors, te pri"e o%
Gatorade is reasonale 2it man& people e"ause te& o%ten tin3 ig pri"e goes
2it ig ualit&1 6ro%itale: 7arge &oung population leads to a large numer o% people pla&ing sport
regularl&1 /is enales 6epsio to ma3e pro%it %rom selling Gatorade1
2.&.&: sing %$s to influence ne positioning
6ri"e: 6ri"e sould maintain or in"rease a little it1 /is 2ill stailie "ustomer-s
mind e"ause de"reasing pri"e ma3es tem tin3 tat Gatorade-s ualit& is no longer
ig 2i" ma& "ause a de"rease in numer o% "ustomer u&ing Gatorade1 6la"e: Selling Gatorade at pla"e 2ere tere are man& people pla&ing sport su" as
sport "enter, sport "lus to attra"t tem1 /is 2ill in"rease "onta"t le+el et2een
Gatorade and "ustomers1 6romotion: sing /V or Internet ad+ertisements to promote te di+ersit& o% %la+ors1
Gatorade 2it a lot o% %la+or 2ill e so2n at te end o% ad+ertising +ideo to
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Julie F05A 6epsioStudent ID: 090
introdu"e "ustomer %la+ors Gatorade as1 /is 2ill ma3e "ustomers "urious aout
Gatorade-s %la+ors1 6rodu"t: 6rodu"ing Gatorade 2it %la+ors Vietnamese pre%er and introdu"e ne2 ones
%or tem to tr&1 /is ensures Gatorade to e appre"iated and di+ersi%& Vietnamese-s
taste1
-onclusion
/is report as identi%ied and anal&ed +arious elements o% mar3eting pro"ess, as 2ell as
proposed mar3et segmentation, strateg& and positioning %or Gatorade in Vietnam1 I elie+e tat
a%ter in+estigation, Gatorade "an "ompete 2it oter sport drin3s %rom man& "ompanies and
de+elop in Vietnam1 /is report 2ill e etter net time e"ause o% la"3 o% in%ormation and
sour"es aout Gatorade in Vietnam1
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Julie F05A 6epsioStudent ID: 090
References
Business Times(H0;H), Ht June, R*nline, A+ailale: ttp:''usinesstimes1"om1+n'in%lation!
rate!de"reases!ut!2orries!a+e!not!een!eased' R;t *"toer H0;H1
arket Segmentation Study !uide, R*nline, A+ailale:
ttp:''2221segmentationstud&guide1"om'understanding!repositioning'repositioning'R;E
?o+emer H0;H1
"ation aster(H0;H), R*nline, A+ailale: ttp:''2221nationmaster1"om'"ountr&'+m!+ietnam'la!laorR;t *"toer H0;H1
#epsi$o(H0;H), R*nline, A+ailale:pepsi"o1"omRH0;H1
Thanh "ien "ews(H0;H), ;st Jul&, R*nline, A+ailale:
ttp:''2221tannienne2s1"om'inde'pages'H0;H00;!+ietnam!4oless!rate!in"reases!to!
H1H9p"t1aspR;t *"toer H0;H1
Velo, S1 (H0;;)%ive Strong, HKt 8ar", R*nline, A+ailale:
ttp:''2221li+estrong1"om'arti"le';9K!po2erade!+s!gatorade'R;Kt *"toer H0;H1&iet "am "ews(H0;H), Kt *"toer, R*nline, A+ailale:
ttp:''+ietnamne2s1+nagen"&1"om1+n'>"onom&'H;09E'an3s!urged!to!elp!%irms1tml
R;t *"toer H0;H1
&"'(H0;H), R*nline, A+ailale: ttp:''2221+ietnamonline1"om'a're"ruiting!laour1tmlR;t
*"toer H0;H1
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http://businesstimes.com.vn/inflation-rate-decreases-but-worries-have-not-been-eased/http://businesstimes.com.vn/inflation-rate-decreases-but-worries-have-not-been-eased/http://www.segmentationstudyguide.com/understanding-repositioning/repositioning/http://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://var/www/apps/conversion/tmp/scratch_3/pepsico.comhttp://www.thanhniennews.com/index/pages/20120701-vietnam-jobless-rate-increases-to-2.29pct.aspxhttp://www.thanhniennews.com/index/pages/20120701-vietnam-jobless-rate-increases-to-2.29pct.aspxhttp://www.livestrong.com/article/176398-powerade-vs-gatorade/http://vietnamnews.vnagency.com.vn/Economy/231094/banks-urged-to-help-firms.htmlhttp://vietnamnews.vnagency.com.vn/Economy/231094/banks-urged-to-help-firms.htmlhttp://www.vietnamonline.com/az/recruiting-labour.htmlhttp://www.vietnamonline.com/az/recruiting-labour.htmlhttp://businesstimes.com.vn/inflation-rate-decreases-but-worries-have-not-been-eased/http://businesstimes.com.vn/inflation-rate-decreases-but-worries-have-not-been-eased/http://www.segmentationstudyguide.com/understanding-repositioning/repositioning/http://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://www.nationmaster.com/country/vm-vietnam/lab-laborhttp://var/www/apps/conversion/tmp/scratch_3/pepsico.comhttp://www.thanhniennews.com/index/pages/20120701-vietnam-jobless-rate-increases-to-2.29pct.aspxhttp://www.thanhniennews.com/index/pages/20120701-vietnam-jobless-rate-increases-to-2.29pct.aspxhttp://www.livestrong.com/article/176398-powerade-vs-gatorade/http://vietnamnews.vnagency.com.vn/Economy/231094/banks-urged-to-help-firms.htmlhttp://www.vietnamonline.com/az/recruiting-labour.html -
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Julie F05A 6epsioStudent ID: 090
&"'(H0;H), R*nline, A+ailale: ttp:''2221+ietnamonline1"om'a'"orporate!in"ome!ta1tml
R;t *"toer H0;H1
&"'(H0;H), R*nline, A+ailale: ttp:''2221+ietnamonline1"om'a'o!"i!min!"it&!
population1tmlR;Kt *"toer H0;H1
http://www.vietnamonline.com/az/corporate-income-tax.htmlhttp://www.vietnamonline.com/az/ho-chi-minh-city-population.htmlhttp://www.vietnamonline.com/az/ho-chi-minh-city-population.htmlhttp://www.vietnamonline.com/az/corporate-income-tax.htmlhttp://www.vietnamonline.com/az/ho-chi-minh-city-population.htmlhttp://www.vietnamonline.com/az/ho-chi-minh-city-population.html